The Influence of Website Design on Impulsive Consumer Buying Behavior---Taiwan National Apparel Brand 'Lativ' as the Research Object
| Autor: | Tzu-Chun Huang, 黃子純 |
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| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 With the rapid development of online store, impulse buying behavior has been combined with the online store for search; Therefore, the design factors of online store has became important on the online store market. The Taiwanese brand Lativ has established for 10 years which sells goods only through internet. With competition of online store, Lativ also faces a number of similar types of competitors. This study makes the design factors of online store as the main factors to explore consumers’ buying sentiment, browsing behavior in the Lativ online store and thus effect on impulse buying. This thesis takes Lativ as the main research object; focus on the consumers who have bought and browsed the Lativ online shop and utilized a convenient -IIIsample to conduct the survey. There are 300 questionnaires returned are valid. After analyzing the model by LISREL, we found that the information search and pleasure could influence the shopping mood and the browse behavior. The Business Transactions is obviously positive to consumers shopping mood. Otherwise, consumers shopping mood is also obviously positive to reminder impulsive buying behavior. Browse behavior is obviously positive to pure impulsive buying behavior |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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